Silly Rabbit, you’re fired!
General Mills, at the risk of an age-discrimination claim, is putting on leave the iconic cartoon rabbit mascot that has adorned Trix boxes for 56 years.
As part of its initiative to stop using artificial flavors and colors by 2017, the cereal brand is looking for a real rabbit since the cereal is becoming more real and a having a fake rabbit probably doesn’t represent it’s new brand ethos. It’s likely the biggest revamp the breakfast aisle has seen since 2012 when Quaker Oats debuted a slimmed-down version of its iconic Quaker, named Larry.
From now until Nov. 8, rabbit owners who want to turn their pets into cereal celebrities submit their entry on social media with the hashtag #RealTrixRabbit.
The sweepstakes similar to last week’s Lucky Charms Marshmallow contest that used a hashtag on social media to get people competing for a marshmallow-only version of the cereal.
So far, the rabbits don’t look enthralled:
— Sharon Stiteler (@birdchick) October 21, 2015
— Whispy (@whispybunny) October 21, 2015
— aventurine (@sailorcorgi) October 21, 2015
The contest is off to meager star, with Topsy measuring just 62 times the hashtag has been used. General Mills says the winning rabbit’s face will be placed on a “limited run boxes in the winner’s hometown.”
Photos via General Mills.
Why Netflix, Paramount+ and other streaming services are borrowing from gaming IP as the media wars heat up
Consumers’ rabid interest in gaming IP has effects beyond streaming numbers. The popularity of game-inspired shows can flow back into the games themselves, as shown by the sharp increase in Cyberpunk 2077 activity following the release of “Cyberpunk: Edgerunners” in September.
Why health care network Tia wants to reach women through OOH, social media
Aside from boosting brand awareness, Tia is approaching its marketing with a mission: inspire women to encourage systemic change regarding how they are treated in health care and combat medical gaslighting.
Lime’s new ad campaign puts efficiency on par with sustainability
Lime's latest campaign in Berlin and Washington, D.C. and San Francisco continues the company's focus on local markets.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
As destination travel takes off, the ‘Big Easy’ is experimenting with AR/VR to draw visitors
As travel, and travel tourism, return to pre-pandemic levels, New Orleans is leveraging AR/VR technology marketing to stand out and capture more traveler attention.
Why companies like iHeartMedia, NBCU rely on homegrown IP to build metaverse engagements
The success of recent brand activations is evidence that media and entertainment brands are the companies best equipped to build metaverse spaces that can dodge online skepticism, thanks to their wealth of owned IP.